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As the director of Kitfox Games, I have read dozens, perhaps even hundreds, of articles claiming they will assist my 4-person team in making "a successful indie game." New articles come out every day, all with helpful advice for me and my team. Some were linked to me by personal friends, family, colleagues, or industry mentors.

So how do you market? You need a hook. I hope you weren't planning on just making a good game! Don't be ridiculous! You'll need a unique tagline that's more interesting than the other 1000 emails in a stranger's inbox.

Now that you have a hook, the best way to get your hook out there? Presskit(). No, this part isn’t a joke. Do it.

But you can avoid crowdfunding nonsense altogether if you build in metrics to track your monetisation and get those DARPUs sky-high! They say “your game has to fit a ‘million dollar+ formula’”

Actually, "there is no single right answer or standard model" in business intelligence, so just get used to flailing about with your metrics. After all, Ultima Online used metrics. Are you better than Ultima Online?

So! Have you made a million dollars and won IGF yet? Ha! No, me neither.

Of course, the real lesson to take from this is what we all knew already: every game is different.

Advice is often given by genuine experts in their field, and yet it still might not apply to what you're doing when taken literally. Unless this guru is specifically playing your game, and has a telepathic connection to every niche of your platform, and can look into the future to see what will happen when your game releases, any insight naturally comes with caveats. Some advice has timeless common sense behind the words. Most doesn't.

My team and I will make mistakes, but we'll learn from them, and if asked, we'll give others advice based on what succeeded and what failed. Hopefully they won't take that advice at face value and will interpret it carefully for their own game, team, goals, and situation.